Catch it, if you can.

The IDEA

MINI is created for people who most of all appreciate in this life an opportunity to get new emotions. For these people we have offered a game and the charismatic MINI Paceman as the main prize. In the country’s three biggest cities – Moscow, St. Petersburg and Rostov-on-Don – dozens of people with the help of their smart phones tried to catch and keep the virtual MINI for as long as possible. The rules allowed everything, except the use of helicopters and submarines. One could follow the action using a wide range of internet resources. We developed a promo-site, Youtube channel, and a Facebook page (2013).